Welcome to this month’s edition of the Chacka 360° newsletter. We’ve curated some of the latest news and insights from the digital marketing world. From Meta updates to Google’s decision to keep third-party cookies, we’ve got five key highlights to help you stay ahead of the curve.
1. Improved Customization for Meta Campaigns
Meta announced updates that gives advertisers the ability to customize campaign optimization based on the specific conversions they value- such as profit or predicted lifetime value.
The three main updates include:
The ability to define Conversion Value Rules for different audience segments.
An opt-in setting for optimizing incremental conversions.
A direct integration with external analytics tools like Google Analytics.
Test advertisers are seeing a 30% increase in Meta-attributed conversions.
2. Growing CTV Viewership vs. Lagging Ad Spend
A recent eMarketer report showed that viewership on Connected TV (CTV) platforms is increasing at a faster pace than spend of ad dollars to those platforms. By 2026, US adults are expected to spend 20% of their daily media time on CTV, but only 8.1% of ad budgets will be allocated there. This gap highlights a missed opportunity for advertisers to benefit from the fast-growing CTV audience.
3. Google Ads Audience Recommendations Glitch
As of yesterday, Google Ads has temporarily removed Audience Recommendations from the Insights tab due to a reporting glitch, but the feature is not being permanently removed. The recommendation is that advertisers will need to manually identify and target audiences during this issue. Google Ads Liaison Ginny Marvin shared that Google is working to resolve the issue. Stay tuned to the Chacka blog for more updates on this issue.
4. Seamless Shopping Integration on TikTok
Advertisers can now engage their audiences more effectively by letting them shop for Amazon products directly within the TikTok app. Businesses can link their TikTok and Amazon accounts for a smooth shopping experience, making it easier to discover and buy products without leaving the app. This new feature helps you connect with customers and drive more sales.
5. Third-Party Cookies Are Here to Stay
Google has decided to keep third-party cookies in Chrome for now while working on new privacy tools. This move aims to balance user privacy with effective advertising, and early results show positive impacts on ad performance.
Chacka Marketing VP of Operations, Ryan Kelley says:
“Despite Google’s recent reversal on cookie deprecation, I feel adamant that the planning we did for a cookie-less world has made us better marketers. It has forced us to innovate and engage in deeper conversations with our client partners around privacy and how we measure success in a cookie-free world. Our clients experiencing the most growth are those adopting and making marketing decisions from an all-encompassing, holistic view rather than relying on isolated channel-specific metrics.”
What’s Next
That wraps up our updates for August 2024. As always, we will keep you informed about the latest trends and product releases to enhance your campaigns. If you have any questions or need assistance with implementing these new features, don’t hesitate to reach out. Also, follow the Chacka blog for ongoing updates.
